DAMUR
BRAND DEVELOPMENT
WRITTEN AND DESIGN BY GONZALO FUENTES
Founded in 2015 by Taiwanese designer Damur Huang, the Berlin-based label #DAMUR combines Asian pop culture influences with Berlin’s experimental spirit. The brand uses upcycled premium fabrics and ethical production practices to create durable, innovative streetwear. Known for its vibrant colors, oversized silhouettes, asymmetry, and cutouts.
I developed a comprehensive brand book to unify #DAMUR's vision and ensure consistency across all channels. A brand guide serves as an essential document outlining key elements like brand tone, color palette, people, and imagery guidelines, all of which communicate the brand's identity to both internal teams and external collaborators.
A BRAND BOOK
27/08/24
BY GONZALO FUENTES
In preparation for the AW24 Collection, I crafted a targeted sales strategy to boost engagement and reach. This included developing content for social media and refining the brand's online aesthetic to better align with the collection’s themes. I identified key visual elements and messaging that resonated with #DAMUR’s audience, optimizing the brand’s social media presence and enhancing brand appeal.
To ensure #DAMUR’s digital presence reflected the AW24 Collection’s unique character, I update inventory, rebuild the website, backed and forend, to align with the collection's intent and visuals. This redesign emphasized intuitive navigation, compelling visuals, and a seamless user experience that would attract and engage our target audience. The result was a more cohesive and elevated online platform for the brand.
For Berlin Fashion Week, I created a fresh concept for #DAMUR’s Summer Collection showcase – a collaborative event with Berlin’s iconic Kit Kat Club. After thorough research into both brands’ aesthetics and audience, I proposed a concept that fused #DAMUR's avant-garde style with Kit Kat Club’s edgy vibe. The event plan covered all essential aspects: event concept, capacity, logistics, venue selection, pricing, and final approvals. This project culminated in a comprehensive plan handed over to management, establishing a solid foundation for a memorable event at Fashion Week.
BERLIN, DE
